At Utilita Arena Cardiff, delivering world-class live events takes collaboration across venues, promoters and partners. We spoke with Siân Morse, the arena’s Sales & Marketing Manager about her journey from nearly two decades in sport to the live entertainment industry, highlights from working on major events, and how data and partnerships help bring unforgettable experiences to fans.
Work Life
What’s been a career highlight for you?
“I’ve been really lucky that I spent almost 20 years in sports before moving to entertainment so I have had some really good highlights from working on the 2012 Olympics, Premier League promotions and some Grand Slam rugby matches.
Probably two of the things I am most proud of are working on a Hollywood feature film in my last venue (Dreamland, Margate) which resulted in one of the biggest projects I have worked on. The film, Empire of Light, was such a charming film and I really got a great idea of what working in the film industry is all about.
In Utilita Arena Cardiff, it is probably the first year we did Cardiff University Graduations in 2024. The University team took a leap to work with us after many years at the same venue. Many of our team hadn’t worked on a corporate event of that nature before and running 15 ceremonies over 5 days really pushed us. We pulled it off and we have loved continuing that relationship with them.”
What’s your favourite thing about working at Utilita Arena Cardiff?
“The people! It’s a cliché but I am lucky to meet and work with some amazing people at the arena.
My sales job is quite a proactive role so I spend quite a bit of time out & about in meetings and attending networking events to sell the venue to B2B consumers and Premium guests. With my marketing hat on, we work with a great range of promoters and tours which can be really exciting – especially if it is an artist or show you like.
Finally, our staff are who make the venue come alive and they are all superstars. We wouldn’t be where we are without the passion and dedication of our teams.”
Partnerships & Ticketing
What is your favourite Ticketmaster tool?
“It is really basic but I really love the Overview Report on TM1 – it gives me real-time data on what ticket sales look like but in a spreadsheet format for all shows. My brain loves a good spreadsheet!
I download this every morning so I can see what changes have happened each day and I can make sure our marketing is supporting all of our shows.”
How have the Ticketmaster team supported Utilita Arena Cardiff over the past year?
“Having Ticketmaster as our ticketing partner is perfect for us. We have confidence that our events look right and the data we have at our disposal means we understand our shows better.
Ticketmaster have also been great when we have introduced them to some of our B2B clients to offer bespoke ticketing solutions. One of those clients now uses them for all of their events – even those that don’t take place at the arena.
The marketing team also offer great support when our shows have offers on or we want some increased visibility to potential ticket buyers.”
About You
Tell us about your journey into live events.
“I left school at sixteen with very few qualifications and went to university much later in life. I studied Hotel Management and worked in hotels for a while but it wasn’t until I worked for a Premier League football club that I realised that ‘live’ was my life.
After many years in football, rugby & cricket, finally landing at an entertainment venue seemed to be like the final piece of the jigsaw slotting into place. I am passionate about live music and entertainment so I feel very lucky to have ended up here at Utilita Arena Cardiff.”
What advice would you give to your younger self?
“Say yes to every opportunity!
I’ve been lucky that my career has taken me to work in the Middle East, USA and across the UK but I have said no to opportunities that I now see could have taken me in a different direction or challenged me in a different way.
I am grateful for where I am now but also curious where I could have gone.”
Live Events & Artists
Song on repeat at the minute?
“Berghain by Rosalia. I am seeing her in London in May and I cannot wait.”
Who is an artist you need to see live?
“Bad Bunny! I am hoping to see him in the summer – fingers crossed.”
Do you have any emerging artists to recommend?
“Untitled and Wax Head are two bands that have caught my attention recently and I’d love to see live.”
If you could choose someone to put on a show at Utilita Arena Cardiff tomorrow, who would you invite?
“Radiohead, Osees or CMAT.”
At Utilita Arena Cardiff, delivering standout live events relies on collaboration across venues, promoters and ticketing partners. As this interview highlights, having access to the right tools and insights helps teams better understand their audiences, support tours, and create memorable fan experiences.
Through partnerships with venues like Utilita Arena Cardiff, Ticketmaster continues to work closely with the live entertainment industry to provide data, technology and marketing support that help events reach the right audiences and maximise success.
Follow our Ticketmaster UK LinkedIn page for more venue spotlights, industry insights and interviews from across the live events sector. Or alternatively, reach out below to get started and learn more about our tools such as TM1.
